Supermetrics and Improvado are both marketing data pipelines that move campaign, CRM and analytics data out of platforms like Google Ads, Meta Ads and HubSpot into a warehouse, spreadsheet or BI tool. Marketers searching supermetrics vs improvado usually land on a vendor's own comparison page or a post from a competing ETL tool. This article uses only what each company states on its own site, collected as of September 6, 2026, and lines up pricing, row limits, seats and integrations side by side.
Supermetrics or Improvado: what's the short answer?
Supermetrics and Improvado both move marketing data from ad platforms and other sources into a warehouse or reporting tool, but they charge for it in different units. Supermetrics meters usage by number of connected data sources plus monthly API rows, with its Starter plan priced at $55 per month, or $44 per month billed yearly, as of September 6, 2026. Improvado meters usage by rows ingested per year plus MCP actions consumed per week, with a $0 Free Limited plan and a $100-per-month MCP Only plan, both as of September 6, 2026.
Neither vendor prices in a way that maps directly onto the other. Supermetrics counts data sources, users, accounts per source and API rows per month; Improvado counts total rows per year and AI Agent actions per week. Anyone building a full marketing analytics stack around either tool should check which meter matches actual usage first. Different usage patterns suit different tools — what works for an agency reporting setup may not fit an in-house team needing an AI agent.
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Start for free →What is Supermetrics and who is it built for?
Supermetrics describes itself on its own site as a "Marketing Intelligence Platform for agencies and brands" built around four steps: connect, manage, analyze and activate marketing data. Connect covers channels like Google Ads, Meta, LinkedIn Ads, TikTok Ads and GA4; manage covers blending and data warehousing; analyze covers reporting tools; and activate covers unified profiles and audience segmentation.
Destinations include BigQuery, Snowflake, Amazon Redshift, Amazon S3, Looker Studio, Google Sheets, Power BI and Microsoft Excel, plus a stated connection to AI chat tools — ChatGPT, Claude, Gemini and Microsoft Copilot. Supermetrics Studio ships with monthly AI credits attached to each plan: 4,000 on Starter, 12,000 on Growth, and a custom allotment on Enterprise.
Supermetrics segments its audience by company size, role and industry, covering agencies and brands across sectors including eCommerce, travel, retail and media. Supermetrics' site claims it is "trusted by 200,000+ companies in 120 countries," a vendor-stated figure.
The entry point is a 14-day free trial with no credit card needed. From there, the paid Starter plan costs $55 per month, or $44 per month billed yearly, as of September 6, 2026, and carries these limits:
- 1 core destination and 1 user
- 3 data sources, with up to 3 accounts per data source
- Up to 50,000 API rows per month
- Weekly data refreshes, limited to Google Sheets as a destination
- 4,000 monthly AI credits for Supermetrics Studio
Teams that outgrow those numbers move to Growth, priced at $222 per month or $177 billed yearly, as of September 6, 2026, which raises the ceiling to 6 data sources, 2 users, 7 accounts per source, 250,000 API rows per month and daily Google Sheets refreshes — detailed further in the Supermetrics pricing breakdown. Anyone using the Looker Studio destination can also see the guide to building a marketing dashboard in Looker Studio.
What is Improvado and who is it built for?
Improvado calls itself, on its own site, "your marketing agentic OS" — a data pipeline built around extraction, loading, transformation and governance, with an AI Agent layered on top that uses MCP (Model Context Protocol) and a knowledge graph of connected marketing data.
Your marketing agentic OS.
Improvado's stated core capabilities span five areas: data extraction and loading, data ownership and centralization, data transformation and modeling, marketing data governance, and reporting and insights. Named integrations include Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads and GA4, plus CRM tools such as Salesforce, HubSpot, Pipedrive and Zoho CRM. Higher tiers add Creative Analytics, marketing attribution (MTA), MMM and Incrementality Testing as paid add-ons.
Improvado states its target audience as CMOs and VP Marketing, marketing managers and analysts, and data-driven operations teams, mainly at enterprises across retail, CPG, healthcare, agencies, education and finance.
Improvado's entry point is a Free Limited plan:
- Live API requests to all connected sources
- AI Agent and MCP included
- 50 MCP actions per week
- 1 workspace
- $0 per month, as of September 6, 2026
Improvado's collected pricing details list free_trial as not found at the time of collection — different from saying no trial exists, so check improvado.io/pricing directly for current trial terms. Past Free Limited, MCP Only costs $100 per month, as of September 6, 2026, and adds 2,000,000 rows per year, daily data sync and 300 MCP actions per week.
Improvado's own pages disagree on total integration count, as of September 6, 2026: the homepage claims 1,000+ connected platforms, while the integrations page states 1,390+. Teams weighing more options can compare a wider field in the Improvado alternatives roundup, and the AI Agent's role inside a broader stack is covered in the guide to AI in marketing.
How do Supermetrics and Improvado compare on price, limits, and integrations?
Supermetrics prices by connected data sources and API rows per month; Improvado prices by total rows ingested per year and MCP actions per week. Because the two vendors bill in different units, a dollar-for-dollar comparison misses what each plan actually buys. The table below lines up both companies' published plans, sourced from Supermetrics' pricing page and Improvado's pricing page, as of September 6, 2026.
| Parameter | Supermetrics | Improvado |
|---|---|---|
| Free tier | No permanent free plan; 14-day free trial, no credit card needed | Free Limited plan, $0/month (as of September 6, 2026): live API requests to all sources, AI Agent & MCP, 50 MCP actions/week, 1 workspace |
| Entry-level paid plan | Starter: $55/month, or $44/month billed yearly (as of September 6, 2026) | MCP Only: $100/month (as of September 6, 2026) |
| Entry-plan data/usage limit | Starter: 3 data sources, up to 50,000 API rows/month, 3 accounts per data source | MCP Only: 2,000,000 rows/year, daily data sync, 300 MCP actions/week |
| Entry-plan seats / workspaces | Starter: 1 user, 1 core destination | MCP Only: 1 workspace |
| Mid tier | Growth: $222/month, or $177/month billed yearly (as of September 6, 2026) — 6 data sources, 2 users, 7 accounts per data source, up to 250,000 API rows/month, daily refresh (Google Sheets only), 12,000 monthly AI credits | Advanced: Price on request (as of September 6, 2026) — 600,000,000 rows/year, 200 actions/day, 4,000 MCP actions/week, up to 50 workspaces, Marketing Data Governance, SSO via Azure/Okta, HIPAA compliance |
| Top tier | Enterprise: Price on request (as of September 6, 2026) — custom users, data sources and accounts, on-demand refresh, full API access, data warehousing, custom AI credits, premium support with a Customer Success Manager | Enterprise: Price on request (as of September 6, 2026) — 1,000,000,000 rows/year, 600 actions/day, 12,000 MCP actions/week, unlimited workspaces, white-glove Professional Services |
| How usage is metered | Number of connected data sources, users, accounts per source, and API rows consumed per month | Total rows ingested per year and MCP actions consumed per week |
| AI agent features | Supermetrics Studio with monthly AI credits; connects marketing data to ChatGPT, Claude, Gemini, and Microsoft Copilot | AI Agent with MCP support and a knowledge graph; metered in MCP actions per week by plan |
| Primary data destinations | BigQuery, Snowflake, Amazon Redshift, Amazon S3, Looker Studio, Google Sheets, Power BI, Microsoft Excel, Claude, ChatGPT | Google BigQuery, Snowflake, Amazon Redshift, Amazon Athena, Azure SQL, Microsoft SQL Server, MySQL, PostgreSQL, Tableau, Metabase, Redash |
Both companies list their top tier as "Price on request." Supermetrics Enterprise adds custom users, sources and accounts, full API access, data warehousing and a Customer Success Manager. Improvado's Advanced and Enterprise tiers publish usage ceilings anyway: Advanced covers up to 600,000,000 rows per year plus SSO via Azure or Okta and HIPAA compliance; Enterprise raises that to 1,000,000,000 rows per year with unlimited workspaces and Professional Services. Supermetrics' facts mention neither SSO nor HIPAA on any tier, so this comparison omits that point rather than claiming Supermetrics lacks it.
The two companies also disagree internally about their own integration totals, as of September 6, 2026:
| Vendor | Page | Stated total |
|---|---|---|
| Improvado | Homepage | 1,000+ connected platforms |
| Improvado | Integrations page | 1,390+ data source integrations |
| Supermetrics | Integrations page | 200+ data sources, no single stated total |
Neither vendor reconciles its own numbers, so a reader comparing integration counts is choosing between at least three published figures across two sites, not one number per company.
On seats and workspaces, Supermetrics counts named users per plan — 1 on Starter, 2 on Growth — while Improvado counts workspaces — 1 on Free Limited and MCP Only, up to 50 on Advanced, unlimited on Enterprise, so "seats" and "workspaces" are not interchangeable. For a broader field of comparison, the Supermetrics alternatives roundup lines up five more pipelines on the same basis, and the Windsor.ai alternatives page covers another pricing model built around unlimited seats.
Which tool fits your scenario — agency reporting, in-house marketing, or an enterprise data stack?
An agency building recurring client reports across a handful of ad accounts works within Supermetrics' Starter or Growth limits on data sources, users and accounts per source. A team that wants an AI agent answering questions over marketing data through MCP fits Improvado's Free Limited or MCP Only plan. A multi-brand or multi-department organization needing SSO, governance or unlimited workspaces lands on a custom-priced Enterprise tier from either vendor. The three scenarios below map published plan limits to a specific setup rather than naming one tool as the general pick.
- Agency reporting across several client accounts. Supermetrics segments its own site by marketing agency as a named audience, and its Starter and Growth plans cap accounts per data source at 3 and 7 respectively, as of September 6, 2026. An agency managing several Google Ads or Meta Ads accounts under one client works inside that per-source limit, so the number to check is accounts per source, not total client count. Automating recurring reports on top of either plan is covered in the guide to automating client reporting for agencies.
- An in-house team that wants an AI agent over its marketing data. Improvado meters its AI Agent in MCP actions per week: 50 per week on Free Limited at $0 per month, and 300 per week on MCP Only at $100 per month, both as of September 6, 2026. Its knowledge graph sits behind that agent, connecting data across sources so it can answer questions without a person building a query first — a closer match for that workflow than Supermetrics' data-source-and-row structure.
- An enterprise or multi-brand organization needing governance and unlimited workspaces. Improvado's Advanced tier adds SSO via Azure or Okta and HIPAA compliance, with up to 50 workspaces; Enterprise removes that cap and adds white-glove Professional Services. Supermetrics' Enterprise tier adds custom users, data sources and accounts, full API access, data warehousing and a Customer Success Manager. Both vendors list their top tier as "Price on request," as of September 6, 2026 — neither publishes an Enterprise number. A related structure for reporting across many brands or clients appears in the explainer on white-label reporting.
For small and mid-size marketing teams, AdMetric provides another option to evaluate alongside these tools, without replacing either platform's core strengths.
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Start for free →What do buyers usually ask about Supermetrics vs Improvado?
Buyers ask a few recurring questions about supermetrics vs improvado: which costs less, whether either has a free plan, how the two meter usage, which lists more integrations, whether either runs a free trial, and whether either connects to an AI assistant. Every answer traces to facts already established here, collected as of September 6, 2026.